The upcoming documenta unveiled the first glimpse of their visual identity. It will be executed by Milan design agency Leftloft.
Our aim is to achieve a consistent and effective non-identity, which will not rely on the repetition of a single graphic element. In this sense, the 13th edition of documenta will not have a traditional logo. Instead, there will be a ‘rule’ for writing the word itself.
I like the idea of thinking of logos as syntax. Not a static graphic symbol, but a guideline for combining letters that can be applied and adjusted for different purposes and media. I wonder how this concept will turn out for their webdesign.
